To boost patronage at the Canberra Rex's The Howling Moon rooftop bar, the focus was on creating an unforgettable brand and establishing the bar as a desirable destination. Strategic planning aimed to overcome its location on the outskirts of Canberra's CBD.

The design incorporated layered elements, daring colors, and unique typography to create a distinctive, eye-catching, and powerful look. The brand language, slightly self-inflated and egotistical, conveyed playful charm, aligning with the spirited characteristics of animal behavior. This bold brand development extended across various assets, including the logo, environmental design, website, signage, social content, and staff uniforms, reflecting the bar's exceptional vantage point over Canberra.

Positioning itself as a trailblazer, the bar promised to take good care of patrons, adopting an inclusive and strategically considered brand voice. The website design, both striking and functional, featured animated elements to enhance dynamism. Social media efforts aimed at a bright and playful feed encouraged user-generated content and sharing, blending diverse visual language with curated design.

As The Howling Moon's ongoing creative partner, seasonal campaigns were developed within brand guidelines, with support for community management and liaising. The strategic co-branded launch campaign, continuous social media and digital support, and comprehensive brand guidelines contributed to a significant increase in patronage. Private bookings surged by 152% over four months, averaging 19 private venue bookings per month.